Estonian Theatre Festival DRAAMA 2020


Exhibition: THEATRE POSTER AD foto
During the festival week
In Tartu city space

The Theatre Poster Ad exhibition brings together the posters of the productions currently on repertoire in Estonian theatre. The exhibition is presented in Tartu city space and gives the viewer to experience the quantity and visual identity of Estonian theatre. What are the means with which the audience is invited to theatre? What are the means with which the theatre's identity is advertised? It is unpredictable.

Theatre poster can be considered a business card of the production or at least it has had that function for the past decades. It has told a story, exposed famous actors, been part of it's theatre's trademark. On the one hand the theatre poster has experienced technological and typographic revolutions, on the other hand it has always carried the function of informative poster with the value of advertisement.

In the digital age, the role of the poster is changing as there are more and more people who don't consider it as advertisement nor even see it. What's left? Does the poster take the role of independent artwork or dissapear for beign expencive and ineffective advertising.